Long Tail Keywords or Long Tail Keyword Phrases are keyword phrases typically consist of 3 to 4 or more words. When a consumer uses a long tail keyword, they are generally searching a specific phrase to find exactly what they are looking for. The keyword phrases are very specific to the product or service. The phrases searched are typically conversational in nature, much like a command you would give to Siri on your iPhone to find the cheapest plumber near you. According to Thrive Hive, long tail keywords are also known as “point of sale” keywords because a customer is more likely to use them the closer they are to purchasing.
Here's an example from MarketingProfs of a head keyword and longer-tail keywords/phrases:
It is not clear what the intention is of the first keyword listed. The searcher might want to simply check out the official website of Reebok. However, the third long tail keyword displays a more specific search intent.
The “long tail” part of the term “long tail keyword” comes from a visual representation of the shape of the distribution graph when it comes to page views.
Long tail keywords have lower search frequency than "seed" or "head" keywords (keywords that are less than 2 words). However, the traffic generated by long tail keywords is of higher quality. The traffic is more targeted and has higher chance of conversion.
Long tail keywords provide you with the opportunity to steal traffic away from larger, more established competitors that rank for the general, high search-frequency terms.
In order to do so, you must first to choose appropriate keywords to target. There are many resources you can use on the web to generate keywords, some of them include:
After choosing your long tail keywords, generate relevant content containing them on your site. After some time, check your Google Analytics to see how you're ranking. Read more about Google Analytics Metrics by clicking here.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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